Malaysia achieved a remarkable milestone in 2024, recording 38 million international tourist arrivals, surpassing Thailand’s 35.54 million and emerging as the top destination in ASEAN.
Despite Bangkok retaining its title as the world’s most-visited city and Kuala Lumpur ranking 10th, Malaysia’s overall visitor count exceeded Thailand’s total for the year.
ASEAN International Tourist Arrivals in 2024
- Malaysia – 38 million
- Thailand – 35.54 million
- Vietnam – 17.5 million
- Singapore* – 15.3 million
- Indonesia* – 12.66 million
- Cambodia – 6.7 million
- Philippines – 5.43 million
- Laos* – 5 million
- Myanmar* – 0.9 million
(Figures for Singapore, Indonesia, and Laos are based on the first 11 months of 2024. Brunei’s data has not been disclosed, source obtained from The Sun.)
Visit Malaysia Year 2026 target to be reviewed
Following this success, the Ministry of Tourism, Arts, and Culture (MOTAC) is considering revising its initial target of 36 million tourists for Visit Malaysia Year 2026 (TMM 2026).
According to Kosmo!, Tourism Minister Datuk Seri Tiong King Sing said last year’s record-breaking numbers made it necessary to set a more ambitious and realistic goal.
We recorded 38 million tourists in 2024, surpassing our previous expectations.
Keeping the TMM 2026 target at 36 million would be lower than our current achievement, so we must reassess and aim higher.
“We will review this target to ensure a greater economic impact on the country through tourism,” he said in a statement to the Malay daily.
Focus on High-value tourism & economic returns
To boost economic gains, MOTAC aims to generate at least RM150 billion in tourism revenue, with a focus on increasing per capita tourist spending.
Currently, foreign tourists spend an average of RM3,000 per person, but efforts are underway to raise this figure.
When tourists spend more, the local economy benefits significantly. We will use updated data to set a target that aligns with global tourism trends,” Tiong said.
To achieve this, Malaysia will launch large-scale campaigns highlighting premium tourism experiences, including luxury travel.
All sectors, including hotels, fine dining establishments, and premium activity organizers, must collaborate to provide top-tier experiences that attract high-spending and mid-tier tourists,” he added.
With its record-breaking performance in 2024, Malaysia is now setting its sights on becoming a global tourism leader while ensuring sustainable economic benefits for the nation.
